Adapting a global brand's SEO to the Quebec market

Kellogg's is a global leader in food products, renowned for its cereals and snacks. The company wanted to strengthen its online presence in the Quebec market, a market it had struggled to target precisely. The main objective of this mandate was to develop an SEO strategy tailored to the specificities of the Quebec market. This included understanding local user behaviors and adapting the content strategy to optimize the brand's visibility in search engines. Kellogg's was looking for an SEO expert with in-depth knowledge of local specificities to refine its strategies and better reach its target audience.

Before starting their collaboration with David Carle, Kellogg's faced significant challenges adapting its SEO strategy to the Quebec market. The company lacked data on how Quebec users searched online, making it difficult to optimize its content for this market. Furthermore, the brand struggled to define a specific persona for its audience, making targeting difficult. The brand also faced challenges understanding the most relevant search terms for Quebec users and how to properly integrate them into its SEO strategy.

To address these challenges, a detailed analysis was conducted to identify keywords specific to the Quebec market. This provided a better understanding of how Quebec users searched online and enabled the site's content to be adapted to the most frequently used local search terms. A competitive analysis was also conducted to identify SEO best practices used by local players, which helped identify optimization opportunities. At the same time, recommendations were made to optimize the site's pages, particularly the most strategic ones. These adjustments included optimizing tags, titles, and descriptions, taking into account the specificities of the Quebec market while preserving the brand's identity. A complete content review allowed for a more targeted and relevant approach for the local audience.